Présentation du Tech3Lab et d'un projet de recherche neuromarketing à HEC Montréal lors d'une présentation pour Orchestre Canada. Presentation of HEC Montreal's Tech3Lab and neuromarketing research to Orchestra Canada.

1. Between the mouse and the brain:
How neuromarketing can contribute to
your Internet strategy
Sylvain Sénécal, Ph.D.
May 28, 2012
v

2. Plan
• Consumers and measures
• Neuromarketing
• Tech3Lab at HEC Montréal
• A neuromarketing project
• Last word

3. Consumers and measures
• Are your influenced by others?
• Methods and measures
– Self-reported
• E.g., Questionnaire
– Observation
• E.g., Behaviors http://huehueteotl.wordpress.com/2009/01/

4. Neuromarketing
• Neuromarketing
– Use of neuroscience theories and methods
– To analyze and understand consumer behaviors (Lee et al.
2007).
• The human body as an objective data source.

6. Group room

7. Individual room

8. Facial emotions

9. Eye-tracking

10. Eye-tracking

11. Electroencephalography (EEG)

12. Physiological measures

13. Data triangulation

14. NEUROSCRIPT PROJECT
Sylvain Sénécal (HEC Montréal)
Pierre-Majorique Léger (HEC Montréal)
Marc Fredette (HEC Montréal)
René Riedl (University of Linz)

15. Script: “Coherent sequence of events expected by the
individual, involving him either as a participant or as an
observer” (Abelson 1976)

16. Neurophysiological differences between
Novices and Experts
Hill and Schneider, 2006

18. Experimental Design
One hour maximum
Intrascript Questionnaire A A A A A A A A A A L Questionnaire
Interscript Questionnaire B C D E F G H I J K L Questionnaire

19. Results : Single visits to different websites

20. Results : Multiple visits to same website

21. Results : Visit of the last website (new)
n=18 Intrascript Interscript P-value
(one-way Mann-Withney)
Aesthetics 4.63 4.65 46.4%
Ease-of-Use 3.93 5.04 6.5%
Information Quality 4.96 4.57 73.0%
Interactivity/Personalisation 4.00 4.18 42.9%

22. So what?
• Make your visitors come more frequently to your
website than those of competitors
– Why? They will become experts in using it and perceive
those of competitors are less easy to use
• Why? Their script will be based on your website.
– How? New content, newsletters, promotions, etc.

23. Last word
• Neuromarketing is an emerging research sub-field
that will help better understand the underlying
mechanisms at play when consumers interact with
organizations.
• With the Tech3Lab, HEC Montréal is at the forefront
of this research.

24. MERCI!
THANK YOU!
ss@hec.ca